A killer Web analytics tool can be your best friend, sharing head-spinning secrets and providing tips that’ll make your site the popular kid on your cyber-block. That’s because these software programs make it easier to nurture your website’s success.
Using a Web analytics tool takes a lot of guesswork out of growing an online business. But note: Not all Web analytics tools are created equal.
Why Watch Your Website’s Analytics?
Without good data revealing your Web traffic and user behaviors, you’re flying blind – likely squandering resources and missing countless sales opportunities. It doesn’t matter whether your website’s used to attract business via paid or non-paid sales leads. Every company pursuing sales leads online needs a strong Web analytics tracking tool. Here’s why:
Increase Your Paid Search ROI. If you’re running a paid search campaign via Google AdWords or another online advertising system, a tracking tool will lead you to make smarter keyword investments.
Refine Your Web Content. If you’re relying on non-paid, organic search to attract Web traffic, a Web analytics tool will reveal the weak-pulling content versus that which sends you the most sales leads.
A/B Testing Capabilities. You can even perform split-copy tests using analytics software. This feature allows you to present two different versions of your Web page, making it easy to gauge which sales copy, offer or design your visitors respond to the best.
Google Analytics Is Good for Starters
Google Analytics is a very nice, free tool for gauging many of your website’s performance attributes. If you’re using Google Analytics and feel flummoxed by all the data it provides, just do a weekly examination of the following:
Monitor the amount of traffic. Note the total number of visits, unique visitors, page views, and returning visitors. Also note any traffic increases or dips, your site’s best traffic days of the week, day-parts, and other traffic fluctuations and spikes.
Pay attention to your traffic sources. Specifically, note which search engines, social media sites, forums, directories, etc. are referring traffic to your site. This helps you brainstorm similar off-site strategies worth duplicating for more traffic.
Study user behavior on your site. Observe which of your Web pages and features engage people the most. Note which pages are completely ignored or quickly clicked out of. Work to decrease a high “bounce rate” if too many visitors are leave within seconds.
Scrutinize keyword performance. Which of your keywords attract the most visitors? Are these your main keywords? Identify your keyword strengths vs. weaknesses; plan new content, sales copy, and/or backlinks accordingly.
These analytics areas will set you on course to execute for better online business results. But again, Google Analytics is by no means comprehensive: The action involved in changing your website elements to reflect changing keyword targets based on Google Analytics insight requires work. This work can be cumbersome as anyone who has done it knows. On page elements, internal linking, heading copy, anchor text and the list goes on ad nauseum if you are comprehensive. This sort of granular SEO work is best left to someone that knows their way around your content management system and is also an SEO practitioner. But even then to scale this can be overwhelming even for the most organized and stealthy tacticians. This is where a comprehensive SEO platform such as GinzaMetrics becomes valuable. Able to analyze granular keyword data and tie it to actions on a keyword level allows companies to refine underperforming content areas with specific SEO recommendations. Recently the company announced enhanced ecommerce functions that allow companies to view the keywords that are producing the most related revenue, and then take steps to optimize the related content in real time.
“Ecommerce companies can now use our platform to track site rankings on a keyword basis and then relate those searches to measurable revenue, said Ray Grieselhuber in a company press release, CEO and Co-Founder of Ginzamarkets, Inc. “Our platform provides ecommerce players with a wonderful tool to help them analyze and optimize content based on real-time data. With sophisticated reporting on multiple levels, clients can use Ginzametrics data as a vital part of their broader business analytics.”
Ginzametrics: the Next Gen Web Analytics Program
An advanced analytics programs, Ginzametrics takes the Web traffic data gleaned from other programs even further. Ginza integrates with any analytics tools you may already be using (e.g., Google Analytics, Adobe Site Catalyst, or CoreMetrics).
It actually simplifies and coordinates a site’s SEO process. It does this by looking at all aspects of a website, from server configuration to on-page SEO elements like title tags. Ginzametrics allows companies to easily scale their SEO efforts, and tied to other analytics program, you get a more complete snapshot of your site’s strengths, opportunities, and weaknesses. A few, key examples:
It enables you to target the most efficient keywords gleaned from whichever analytics program you’re running.
It provides page-by-page SEO recommendations, allowing you to optimize all of your Web pages, site wide.
It offers actionable insights into the page elements you might changes to improve site rankings.
·Moreover, Ginzametrics works this magic across content, marketing, and technical departments.
Conversion Tracking and Keyword ROI
When you’re able to see exactly which keyword phrases generate the most sales (and which keywords don’t) you can more easily grow market share online:
Once you know which keywords convert the best, intensify your optimization strategies around them.
Refining your keyword investments also makes it worry-free to reduce online marketing expenses.
Capable of serving mid- to large-sized business enterprises, Ginzametrics is one of the most scalable SEO platforms on the market today. It provides daily keyword rankings for the top 3 search engines in over 35 global markets which makes it attractive to ecommerce companies operating in international markets.
The bottom line: More and better Web analytics to interpret can lead to smarter, faster decision-making. But unfortunately, we often don’t even know what we don’t know. It’s like working with your eyes wide shut, so the bottom line really is affected by the quality of your analytics, SEO and the people behind these helpful tools.